Distributed Ledger Technologies (DLTs), like Blockchain, could help improve brand safety, consumer privacy and transparency in digital advertising. However, paid advertisements transfer attention, money, and data between three parties: advertiser, consumer, and publisher. Therefore advertising-focused DLTs face more complex design considerations than currency-focused DLTs. We describe four key DLT characteristics: structure, participation/governance, transparency, and terms of exchange. We survey current advertising-focused DLTs and find they each serve only two of the three contracting parties in advertising transactions. We make design recommendations for future advertising-focused DLTs, including a goal of serving both consumers and publishers in addition to advertisers. We also recommend governance, transparency and terms-of-trade considerations. Advertising-focused DLTs have significant promise but also significant obstacles, including multi-sided “chicken-and-egg” problems in standards adoption.

分布式账本技术 (DLT)，如区块链，可以帮助提高品牌安全、消费者隐私和数字广告的透明度。然而，付费广告在三方之间转移注意力、金钱和数据：广告商、消费者和发布者。因此，以广告为中心的分布式账本技术比以货币为中心的分布式账本技术面临更复杂的设计考虑。我们描述了四个关键的 DLT 特征：结构、参与/治理、透明度和交换条件。我们调查了当前以广告为中心的分布式账本技术，发现它们每个都只为广告交易中三个缔约方中的两个提供服务。我们为未来以广告为中心的分布式账本技术提出设计建议，包括为消费者和出版商以及广告商服务的目标。我们还建议治理，透明度和贸易条件的考虑。以广告为中心的分布式账本技术前景广阔，但也存在重大障碍，包括标准采用中的多方面“先有鸡还是先有蛋”的问题。